Alo set to debut on Tmall as activewear rivals race for market share

United States activewear brand Alo Yoga is set to enter China's e-commerce market this week through Alibaba Group Holding Ltd's Tmall platform, intensifying competition among premium international athleisure brands seeking growth in the Chinese market.

Taobao, Alibaba's shopping platform, announced on social media on Monday that Alo will officially launch on Tmall on Aug 12. The brand has yet to confirm the launch through its own global channels, although its Tmall flagship store and WeChat Mini Program are already live. However, both storefronts remain unavailable for purchases, with shopping carts and pre-order functions activated ahead of the official launch.

The rollout marks Alo's latest step toward establishing a presence in the market after the Los Angeles-based company launched official accounts on WeChat, RedNote and Douyin in June.

Alo's brick-and-mortar expansion appears to be progressing slowly. Industry sources indicate the company's first physical store in the country is expected to open at K11 Musea in Hong Kong.

The launch comes as global athleisure brands accelerate their expansion in China.

One of Alo's newest rivals, NikeSKIMS brand, is also advancing its strategy in the country. Construction hoardings have appeared at HKRI Taikoo Hui in Shanghai in what is expected to be the brand's first mainland retail location.

Another premium activewear player, Vuori, is also expanding its China footprint. The California-based brand has said it plans to increase its store count in the market from eight to 20 by the end of 2027.